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Marketing in an Economic Recession


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With marketing budgets and resources slashed across organizations, growing brands and generating leads is proving to be a tedious process for marketers and sales professionals.

Join us on the Webinar as we discuss how leading marketers and organizations are putting together their marketing plan in an uncertain economy. With greater focus on where each and every marketing dollar is spent, marketers are now looking for ways to increase the efficiency of their marketing programs.

Each approach, concept and idea discussed in the seminar, will be supported by real life examples of how companies have succeeded in adopting marketing best practices. By the end of the seminar, you will leave with a set of innovative, effective and efficient marketing ideas which will work for your business.

* How to get more from your marketing plan by paying less than before.
* New and creative ways to think about your marketing plan and dollars spent on it.
* Measurable Metrics for a bullet proof marketing plan.
* Real life case studies on how companies have efficiently used their marketing dollars.

Published in: Business, News & Politics
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Marketing in an Economic Recession

  1. 1. Marketing In An Economic Downturn by Regalix Inc - Feb 4, 2009
  2. 2. Presenter – Anurag Chandra © 2009 Confidential | Think Innovation <ul><li>Managing Director, Galleon Crossover Fund, 2007-2008 </li></ul><ul><li>Managing Director, Lighthouse Capital Partners, 2001-2007 </li></ul><ul><li>VP of Business and Corporate Development, Intraspect Software (ran marketing on a interim basis) 2000-2001 </li></ul><ul><li>VP of Finance, netDialog 1998-2000 </li></ul>
  3. 3. Presenter – Brendan Farnell © 2009 Confidential | Think Innovation <ul><li>Group Account Director at Regalix Inc. </li></ul><ul><li>Extensive experience in brand marketing and lead generation, with special emphasis on the digital marketing industry. </li></ul><ul><li>Managed creative and strategic teams at global agencies Ogilvy, and Hill & Knowlton, helping grow brands like Hewlett-Packard, Sprint and Covad </li></ul><ul><li>Managed own interactive marketing business </li></ul>
  4. 4. Agenda © 2009 Confidential | Think Innovation <ul><li>Introduction </li></ul><ul><li>Marketing in a Recession </li></ul><ul><li>Case Studies of companies who made a difference </li></ul>
  5. 5. Recession: What It Means For Marketers © 2009 Confidential | Think Innovation <ul><li>Slowdown in growth means slowdown in spend </li></ul><ul><ul><li>Flat growth companies: Deep cuts in program, personnel and media </li></ul></ul><ul><ul><li>Growth companies: Reduction in ambitions due to recessionary climate </li></ul></ul><ul><li>Marketing discretionary spending reduced </li></ul><ul><ul><li>Marketing one of the 1 st areas to be affected </li></ul></ul><ul><ul><li>Innovation within companies on hold </li></ul></ul><ul><ul><li>All ‘nice to have’ on hold and must have in question </li></ul></ul><ul><li>Investor and Management pressure </li></ul><ul><ul><li>Marketing is visible spending </li></ul></ul><ul><ul><li>Program and media costs reduced since it doesn’t affect personnel immediately </li></ul></ul>
  6. 6. Recession: What It Means For Marketers Tactically <ul><li>Elimination of high spend marketing activities </li></ul><ul><ul><li>Events, trade shows and promotions </li></ul></ul><ul><ul><li>Analyst costs </li></ul></ul><ul><ul><li>Online Spend on search engines and industry media </li></ul></ul><ul><li>Greater emphasis on return on marketing investment </li></ul><ul><ul><li>ROI to be proven and spend to be analyzed deeply </li></ul></ul><ul><ul><li>Proven programs will survive </li></ul></ul><ul><li>Reactionary mode </li></ul><ul><ul><li>Possible elimination of marketing personnel/programs mid course without waiting to see the long term benefits </li></ul></ul>© 2009 Confidential | Think Innovation
  7. 7. Reaction From Business Professionals Source: AMA Downturn Economic Survey Report, May 2008 © 2009 Confidential | Think Innovation <ul><ul><li>Halt or Reduce Spending on Key Marketing Initiatives </li></ul></ul><ul><li>Focus on short-term tactics </li></ul><ul><li>Stick to status quo </li></ul><ul><li>Adopt marketing strategies </li></ul><ul><li>of other organizations </li></ul><ul><li>Not being sensitive to </li></ul><ul><li>competitive threats </li></ul><ul><li>Don’t know </li></ul>
  8. 8. What's Wrong With This Picture <ul><li>It’s a vicious cycle </li></ul>© 2009 Confidential | Think Innovation
  9. 9. © 2009 Confidential | Think Innovation Marketing Cycle In The Recession Vicious Cycle Low Consumer & Business Spending Decreased Sales Reduced Outreach Reduced Marketing Budget Less Advertising Dollars
  10. 10. What To Do In This Downturn – More With Less © 2009 Confidential | Think Innovation Smart Marketing Monitor Analytics Refocus on investments High leverage External intelligence Efficient branding Partner with Experts
  11. 11. Case Studies © 2009 Confidential | Think Innovation
  12. 12. Expanding in Emerging Markets Consumer Electronics Company (Top 5 brands globally) © 2009 Confidential | Think Innovation <ul><li>Business problem </li></ul><ul><ul><li>Test launch in a new country </li></ul></ul><ul><ul><li>Late entrants into a competitive market </li></ul></ul><ul><li>Solution </li></ul><ul><ul><li>Leverage existing brand in strong markets. </li></ul></ul><ul><ul><li>Selecting efficient channels </li></ul></ul><ul><ul><ul><li>Social Media Marketing </li></ul></ul></ul><ul><ul><ul><li>Search Engine Marketing </li></ul></ul></ul><ul><ul><ul><li>Viral Campaign </li></ul></ul></ul><ul><li>Results </li></ul><ul><ul><li>Validated market entry strategy to leverage future growth </li></ul></ul>
  13. 13. Increase Brand and Reach Through Innovation Mid – Tier GRC Enterprise Software Company © 2009 Confidential | Think Innovation <ul><li>Business problem </li></ul><ul><ul><li>Fragmented marketplace </li></ul></ul><ul><ul><li>Larger established vendors entering the market. </li></ul></ul><ul><li>Solution </li></ul><ul><ul><li>Consolidated the marketplace and established thought leadership </li></ul></ul><ul><ul><li>Continuous customer contact program </li></ul></ul><ul><ul><li>Create loyalty through transactions early in the sales process </li></ul></ul><ul><li>Results </li></ul><ul><ul><li>Launched in three months </li></ul></ul><ul><ul><li>Launched in one month, white-labeled by NASDAQ </li></ul></ul><ul><ul><li>Largest compliance portal in the world – 2M users </li></ul></ul><ul><ul><li>Half of the enterprise sales originated on ComplianceOnline </li></ul></ul><ul><ul><li>Revenues from the portal makes it self sustaining </li></ul></ul>
  14. 14. The Power Of Intelligence One of the largest Global consumer banks © 2009 Confidential | Think Innovation <ul><li>Business problem </li></ul><ul><ul><li>Brand dilution due to hyperactive competition in local markets </li></ul></ul><ul><ul><li>Stagnant and under-performing product line </li></ul></ul><ul><li>Solution </li></ul><ul><ul><li>Create micro-targeted campaigns localized in different markets </li></ul></ul><ul><ul><li>Determine value of customer through closed loop analytics </li></ul></ul><ul><li>Results </li></ul><ul><ul><li>Increased market share in some localized markets. </li></ul></ul><ul><ul><li>Online lead generation increased by 400% over a 6 month period </li></ul></ul>
  15. 15. Smart Marketing © 2009 Confidential | Think Innovation Smart Marketing Monitor analytics Refocus on your investments High leverage External intelligence Efficient branding Partner with Experts
  16. 16. About Regalix <ul><li>Forefront of Online Marketing, Research and Web 2.0 portals </li></ul><ul><li>Multi-disciplinary Leadership Team </li></ul><ul><li>Fortune 500 and Venture-Backed Customers (B2B and B2C) </li></ul><ul><li>Global Operations: HQ in Silicon Valley, 4 Offices </li></ul><ul><li>150+ Team, Built on 8+ years of research </li></ul><ul><li>Recognition </li></ul>© 2009 confidential | Think Innovation
  17. 17. Thank You! <ul><li>Learn more about Regalix at: </li></ul><ul><li> </li></ul><ul><li>Contact: </li></ul><ul><li>Brendan Farnell </li></ul><ul><li>Director, Group Account </li></ul><ul><li>Email: [email_address] </li></ul>